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McCain is driving awareness for childhood disability charity Family Fund with a campaign celebrating the "little moments" that make life enjoyable.

The ad features six families from across the UK, all of which have been supported by Family Fund. While one child discusses the fun of going for walks, another shows off her skills on the trampoline and a third steals chips from his mum’s plate.

The campaign is also set to include an animated partnership with Sky and David Walliams which will tell the stories of families supported by Family Fund. It was created by Christian Sewell and Andy McAnaney, and directed by Finn McGough through Pulse Films.

In 2019 McCain launched a campaign showcasing how 10 real families interact over meal time, "Differences".